Marketing Strategy Study On LiFan Alcohol

At first, drawing support from the concrete data of the white alcohol industry, this thesis carried on detailed analysis to industry's general situation, market characteristic and competition pattern of nation white alcohol industry's, so main as to drawn three major conclusions on the white alcohol market that excess of supply over demand, market penetrance to drop and market state in monopolizing competition. Secondly, through the diagnosis to Lifan alcohol industry company that this specific white alcohol producing and selling corporation, carried on the detailed exposition to its inside advantage and inferior position, and also analyzed its opportunity and challenge faced. Then, on the foundation analyzed in the front, combined the ripe marketing theory both at home and abroad, carried on detailed analysis about how to orient to the product of Lifan alcohol from emotion factor, and proposed " plain sailing Lifan alcohol" as the product positioning, at the same time, as the thread by 4Ps, To Lifan alcohol from products, price, place and promotion carried on detailed analysis, And put forward the marketing strategy system of Lifan alcohol industry Company in view of the above. And building the guarantee measure of implementing the marketing strategy from the organization framework of Lifan alcohol industry company, Management system, decision-making system, goal system, marketing business report system and marketing organization.At the end of the thesis, the author proposed the necessity that Lifan group structure the modern enterprise system and realize the structure innovates and adjust the industrial structure from the standing of strategy. To Lifan alcohol industry Company, the author proposed the policy advice that" people first, structure the scientific inside management system"," accelerating innovation, and seeking survival and development by innovation"," accelerating the building of network, launching e-commerce in good time ". as a application, on the basis of analyzing market situation of white alcohol and consumer behavior in Chongqing market, Combined Lifan alcohol in Chongqing marketing current situation and marketing strategy system of Lifan alcohol industry company that in the front put forward, proposed that Lifan alcohol's marketing plan scheme in the market of Chongqing.This thesis reflects a true case that authors met at engaging in management consulting, In the course of writing of the thesis, used a large amount of charts and various kinds of analysis tools, models, The whole page thesis involved multi-disciplinary knowledge, such as strategy, marketing, organization, management, enterprise diagnosing and manpowerresources,etc. Hope that some analytical methods and trains of thought used in the course of this thesis writing can play a certain reference role to other white alcohol manufacturing enterprises making the strategy of marketing.